Everlaw is an enterprise Saas startup that makes cloud-native e-discovery software for lawyers, corporations, government agencies, nonprofits, and educators. As an emerging technology company in a complex and archaic industry, it was our task to create a cohesive and minimalist brand language that echoed its modern mission: to make e-discovery collaborative for the legal world.
As the Growth team’s swiss army knife of brand experience, I worked on projects across CFX stakeholders, developers, and design teams. I helped drive the creative strategy across the website, design systems, digital campaigns, events, and internal assets.
Details
Collaborated with growth, product marketing, customer success, sales, and business development.
Worked with Aria Shen.
User Experience
Everlaw needed an upgrade to its website to (1) reflect the company’s new brand language, (2) address growth marketing goals, and (3) create a delightful user experience. Below is a list of the most pertinent high-level goals across the team:
Growth
Drive more inbound leads and increase our overall conversion rate by creating more defined web journeys
Create unified components to enable the marketing and CFX teams to create easily-designed landing pages without a developer
Identify personas and used A/B testing to create a clear journey from organic acquisition to form fill
Design
Elevate components and design system to align with new brand language
Adhere to accessibility standards across UI
Standardize all theme elements, fonts, spacing, etc. for a more visually unified/branded web experience
1 — Customer Journeys
Homepage journeys (top & bottom of funnel)
Goal: Drive more inbound leads and increase our overall conversion rate by creating more defined web journeys
Organic traffic journeys (Top of funnel)
Goal: Identify personas and used A/B testing to create a clear journey from organic acquisition to form fill
2 — Homepage
New direction (above)
modern and delightful visual design
correct use of color palette in light and dark versions to enforce contrast and hierarchy
flow of information is more aligned with growth marketing goals
UI and components are easier to use and understand
Old direction (right)
visually choppy
color palette lacks consistency
does not follow brand standards
poor flow of information
3 — Split Accordion Component
As a component that houses a lot of technical information and visuals, it was a priority to create an interaction that users could intuitively engage with. I used lines, directional arrows, and more obvious hover states to define clear differences between which menu items were active/expanded or closed. I also iterated on different CTA options to drive users to request a product demo or learn more about each menu item.
Iterations
Option 1: Button CTA in menu item, text color differentiation between active/hover/inactive states
Option 2: Text CTA in menu item to decrease height, button CTA below, text color differentiation between active/hover/inactive states
Option 3: Button CTA in menu item, background and text color differentiation between active/hover/inactive states
Option 4: Text CTA in menu item, background and text color differentiation between active/hover/inactive states
Issues with the original component
Functional Needs
Users were not able to tell which menu item was selected
Users did not know that multiple menu items had unique descriptions and images
Low click rate on CTAs
Users were confused by the auto-rotation
Content Requirements
Icons were inappropriately used as functional indicators
Centerline added unnecessary visual clutter without providing any function
No hover state on menu items
Auto-rotation caused a clunky interaction due to inconsistency in copy length
4 — Request a Demo Landing Page
Form fills are imperative to sourcing marketing data on prospects, generating MQLs, leading them through the sales pipeline, and ultimately leading to revenue generation. The new Request a Demo form on Everlaw is minimal and easy to use, but most importantly, keeps the form above the fold. Additionally, it showcases our product in a modern way and utilizes contrasting brand colors for high visual impact.
5 — Navigation
We improved the navigation bar’s UX by aligning tabs with personas from our customer segments, and refined the UI to scale based on growing pages and interactions.
6 — Design Systems
* Design by Ramon Taples, Creative Direction by Aria Shen and Dipali Aphale
Brand
As the Growth team’s swiss army knife of brand experience, I worked on projects across CFX stakeholders, developers, and design teams. I built brand experiences from the ground up and scaled design systems through our client-facing content pipelines. Ultimately, these efforts helped drive the creative strategy across the website, design systems, digital campaigns, events, and internal assets.
Elevated Product Marketing
Legal software can look overwhelming because of its complexity — and while our product’s UI is one of Everlaw’s main competitive differentiators, the way it was marketed lacked elegance and consistency.
I used modern devices to elevate the look and feel of our product in context, and utilized layouts with generous whitespace to provide breathing room for the intricacies of each screen.
Templetized Assets
Seen below: Everlaw Deck Template 2020
I designed a company-wide deck template that met growing needs from team members in business development, federal GTM, sales, customer success, operations, marketing, data science, product, security and compliance, HR, and executive leadership.
This template is used by over 300 employees for funding pitch decks, team reporting, webinars, etc., and comes with a best practices guide that helps new employees create personalized versions on Powerpoint or Google Slides.
Social Media
We needed to find synergy between our minimal brand style and an engaging social media presence. These ads are created across LinkedIn, Twitter, Facebook, and Google Display Ads.
Communication Design
Seen below: A Conversation with Neal Katyal
Whitepapers provide a great opportunity to source MQLs. Since these bespoke assets are home to compelling information and thought leadership from inside of Everlaw, and needed to be templatized in a way that could work across technical and creative displays of information.
Infographics
From federal customer journeys to document lifecylces, infographics help customers ingest complex information from delightful bite-sized content.
